Reimagining North Michigan Avenue

Reinvestment is crucial for global high streets to continually deliver as economic engines for their respective cities. North Michigan Avenue was ready for its next evolution prior to COVID, having not seen major transformation since the 1990s, but today — given the changes in consumer habits, expectations, and lifestyles resulting from the pandemic — it is urgently poised for reinvention.

By researching the shared components of global high streets and the current situation on Michigan Avenue, Gensler and a team of key real estate leaders identified the northern end of North Michigan Avenue, between Chicago Avenue and Oak Street Beach, as the area with the greatest potential to elevate the North Michigan Avenue experience. The high street’s southern edge features the Michigan Avenue Bridge, Wrigley Building, and the recently renovated Tribune Tower, and creates a world-class anchor for North Michigan Avenue. On the northern end, vacancies, foreclosures, and a major repositioning have presented a once-in-a-generation opportunity to create an equally prominent northern anchor, strengthening the entire avenue and offering pedestrians a highly engaging experience on one of the world’s most iconic high streets.

Through a variety of interventions that aim to bring enhanced vibrancy and accessibility to the area, the design centers the pedestrian experience; gives the Avenue added connectivity and identity; offers reimagined opportunities to engage with art and F&B; and ultimately ties the pulse of the city to the beauty of the lakefront.